Think Globally and Act Locally with Business Wire’s New Multilingual Twitter Feeds

July 1, 2015

By Serena Ehrlich, Director of Social + Evolving Media

Business Wire today increased the visibility of its global news content with the launch of 19 new language-based Twitter feeds. This initiative is a continuation of Business Wire’s thinking globally, acting locally efforts aimed at ensuring our client’s news reaches local audiences around the world.

wire pic2

Business Wire’s new language-based Twitter feeds will enhance its already strong social media presence, bringing its Twitter news feed presence to a total of 84 accounts.  The new Twitter handles feature tweets based on news releases distributed in the following languages: Chinese (CN), Chinese (HK), Czech, Danish, Dutch, Estonian, Finnish, French, German, Hungarian, Italian, Japanese, Latvian, Lithuanian, Norwegian, Polish, Portuguese, Spanish, and Swedish.

Business Wire’s new language specific feeds can be found at the following URLs:

Have questions about our new multilingual Twitter feeds, or want to learn more about Business Wire?  Let us know.

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PR Tip: How to Work with Global News Agencies: Agence France-Presse

June 29, 2015

Last week, Business Wire presented audiences with an inside view of the global news agency Agence France-Presse (AFP) and tips on how to pitch your business news to their global editorial team. AFP is one of the largest newswires in the world, behind Associated Press and Reuters, with regional offices and bureaus covering breaking and business news generated in over 150 countries.

Our panelists included David Williams, deputy editor-in-chief; Amina Ben Cheikh, marketing manager of web and mobile; and Francois Bohn, international sales coordinator. The event was moderated by Raschanda Hall.

The webinar provided listeners with a better understanding of AFP’s international reach and offered best practices in securing news coverage from AFP journalists and staff around the world.

Click here to listen to this discussion: https://attendee.gotowebinar.com/recording/7831143293398660097

During the hour-long event speakers shared key figures that depict just how many lives are reached as a result of AFP’s news coverage, including:

  • 5 24-hour regional headquarters in Washington, Montevideo, Paris, Nicosia, and Hong Kong.
  • 200 news bureaus around the world
  • 150 countries covered
  • 1,500 journalists filing news 24/7
  • 2,300 staff covering world news
  • 800 subsequent media subscribers utilize Business Wire’s news feed
  • Partnerships, such as those with CBS
  • AFP mobile app which provides instant access to breaking news, and news releases alike (in fact, news releases happen to be one of the most accessed sections of their English language news app)

In addition to the news agency’s global reach with coverage ranging from sports to business, AFP also has 1.4 million Twitter followers including nearly 400k English speaking followers.

It’s clear that Agence France-Presse has its ears to the ground all around the globe, but how does that translate into news coverage? What is the impact of AFP reporting on the world in a single day? In a single day, AFP is responsible for writing and distributing more than 8,000 pieces of news content.

AFP in a day

What was especially fascinating was the importance of Business Wire to AFP’s corporate news coverage. As Williams noted, every AFP economic news editor is required to monitor Business Wire for breaking company news throughout their day.  Why?

  • Speed: AFP relies on Business Wire’s business news feed because it is fast and efficient, and often times quicker than receiving news via a company’s website. Business Wire feeds are especially important for earnings releases.
  • Accuracy: When it comes to crafting coverage, the most important element of the news coverage for AFP is accuracy.
  • Trusted source: As David Williams noted, company news releases received from approved commercial newswires such as Business Wire provide a level of trust in the shared content.

How BW file appears in AFP

When asked how PR professionals can increase the potential of news release coverage by AFP?

  1. Write compelling news releases
  2. Include a useful, humanized quote
  3. Add compelling multimedia
  4. Distribute news releases over a trusted newswire like Business Wire
  5. Reach out to AFP’s local news bureau (Click here to find the one closest to you: http://www.afp.com/en/agency/afp-in-world/)

AFP news bureaus

The journey of a release starts as news coverage of just a single sentence, later evolving into a several hundred word piece before being developed into a full feature. Afterwards an AFP post, possibly in multiple languages, may follow to offer readers background information. Oftentimes more than one reporter will be covering a story, including translation for distribution in multiple regions.

Why is AFP an important resource for today’s local, regional, national and international communication pros?

When a company makes an announcement, it wants that information to reach the largest interested audience possible. That is the cornerstone of converting a news release into news. With roots dating back to 1835, AFP is a world leader in bringing breaking stories to the public. If you have newsworthy content crossing the wire, make sure to contact the corresponding regional headquarters and bring their attention to the release. Because they have so many journalists regularly checking BW’s feeds, there’s a good chance they’re already on top of it.


Snacking On News … Will It Fill Your Brain?

June 23, 2015

Simona Bio

By Simona Colletta, International Media Relations Specialist – Paris

The internet helps people understand new things like the best way to clean a bicycle chain, proper snooker techniques, and how to change a car’s head lamp. But, according to a recent Pew Research Center study, the internet is not helping people comprehend the news. The study found that only 42 percent of people were able to answer basic questions about the news.

How could this be? Why are people so uninformed about the news when they have so many options to get the news? Maybe it’s precisely because they have all of those options. People are no longer digging into news stories and completely digesting them; instead, they are merely snacking on the news. According to the study, 59 percent of the time people do not read past the headlines on internet stories. The snacking is light, it seems.

eating_paper

While the Pew Research Center Study doesn’t identify study participants by geographic location, I live in France and was recently alerted to an Odoxa survey done for Trooclick, a French start-up company that developed an opinion-driven search engine which uses a natural language processing technology to gather news and opinions online. The survey reveals some interesting data on how the French view today’s news landscape.

85 percent of French people believe that they have more information available

Between ongoing chains of information, online news sites, search engines, and social networks, the French feel more informed than they did ten years ago. A whopping 85 percent of them believe they have more information on the news. This finding is shared widely across the population, regardless of age, social class, or income level.

Graph 1

The French do not feel more informed

If the French have won in terms of quantity of information available to them on the internet, they certainly don’t feel they have won in terms of quality. Although 77 percent consider the available information on current events is becoming more varied, only a minority believes that information is becoming more useful.

It must be noted that the internet offers so much in terms of information, but that information is often scattered, poorly organized and frequently redundant. The result? Of every 10 articles read, less than half are read in full (4.5 exactly). A tiny minority of French (8 percent) read every article in full.

Graph 2

Nearly 7 out of 10 French are interested in a free online service that would deliver them a summary of every point of view on a news event

The logical conclusion to the results of the survey (and encouraging for Business Wire and Trooclick) is that 66 percent of French people would be interested in a free online service that would deliver to them a summary of all current events. The youngest were the most interested: 8 out of 10 would be keen on this kind of online service.

Snacking on the news is not bad in and of itself, but we should be attentive, as we are in our kitchen, to the quality and reliability of what we snack upon. In this massive jungle of media and information, a reader can now count on interactive tools that help him/her to select the best “product” and follow his/her fields of interest.

Have a bite!

Try Business Wire’s Press Pass or click here to visit trooclick.com

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Peter Shankman Does it with Pizza: How to Build a Professional Relationship

June 3, 2015

By Vilan Trub, Business Wire

At the recent HUB Convene event, we had the opportunity to hear from Peter Shankman, a communications pro with a lot on his mind, especially about airlines and a certain car rental company. During his presentation, Peter discussed the importance of customer service on a company’s sales and marketing funnel, and the lack of customer service received from most of the companies we interact with on a daily basis. After asking an audience member why they praised a recent flight, and learning that it was because they were safely transported from point A to point B, Peter broke down society’s current standards for customer service: Getting what we pay for passes as the pinnacle of service today. For the consumer, this is terrible, but for organizations this presents a fantastic opportunity. If people’s expectations of customer service are so low, it shouldn’t take much to wow someone, making it very easy for smart organizations to create a positive and lasting impression.

shaking hands

Paying a friend a compliment or going out to lunch can strengthen ties and facilitate a year’s worth of inside jokes. Building a professional relationship is no different. It is the small, almost effortless, actions that can be the difference between meeting people’s expectations and completely redefining them. In today’s world of low customer expectations, it doesn’t take much to impress someone, so impress as often as possible.

Peter Shankman didn’t just preach relationship building; he described how he puts his plan into action. For Peter, going above and beyond in relationship building starts with pizza. After signing on a new client, he likes to drop by their offices unannounced with a surprise pizza lunch. This allows Peter and his clients to communicate and learn more about each other’s expectations and goals, ultimately resulting in better executed programming. What makes it special is that for Peter, it is not a required act, but rather done as a choice of goodwill.

Peter Shankman does it with pizzaThis is something we at Business Wire are keenly aware of – the impact building relationships has on the success of one’s PR program.

Media relations doesn’t have to be about throwing a pizza party but can be just as easy. One of the easiest ways to build awareness, and potentially coverage, of your company is to build relationships with key journalists and bloggers, before news is available to share, and after. If a journalist likes communicating with you, that can help you build a respectful, reciprocal relationship. With a personalized email or a tweet, you may end up surprising the very person you need to help amplify your message.

The digital age has made everything impersonal. We believe that we are building stronger, more personal ties with a person because we have access to their lives, their day-to-day activities and insight into their thought process. But in reality, access to information is not the same as building relationships.

Professional relationships can’t survive on the back burner. Here are some other steps that you can follow to make a new acquaintance in the media industry:

  • Be Neighborly – Allow reporters, bloggers, and other media access to learn more about your company or business. Inviting them to your facilities and providing access to both c-suite and ground level employees allows them to understand your company and your company’s vision. Let the people covering your story learn more about your organization’s story, beyond just the latest announcement.
  • Show Interest – A relationship is a two-way street so you should make sure to not only reach out when you need coverage, but also follow reporters on Twitter and other social media without the intention of pitching. They receive hundreds of pitches daily in their email box and don’t need the same clutter in their social media feed. @reply to comment on topics of interest, answer questions, engage in conversation and retweet articles when relevant to your followers.
  • Know Their Schedule – One of the best ways to stay on the media’s good side is to know the publication schedule of the person you are contacting. Knowing when a particular writer goes to print or has a deadline allows you to reach out at an appropriate and convenient time, as opposed to the night before their work is due.
  • Preferred Treatment – If you invite a journalist to an event, or even to your offices, reduce the friction associated with that visit. Providing transportation such as car service, a meal, a room to work out of while on site and more can make a lasting impression. Making someone feel special, without showboating, can go a long way.

Check out the following articles to learn more about building media relationships in 2015.


Nintendo Just Showed Us: The News Release is Having a Moment

May 22, 2015

By Vilan Trub, Business Wire

Half a million views in a single day, and counting, is no easy feat. A news release from Nintendo this week accomplished just that, and every communications pro should take note of the basic reasons that led to such grand visibility.

Before the digital revolution, a hero was born by the name of Mario, and this hero had a nemesis named Bowser. Bowser started off as a Koopa King who breathed fire, but much has changed. On May 20th, 9am Eastern Time, Nintendo of America announced via a Business Wire distributed news release that Doug Bowser was named as the new Vice President of sales in America. Clearly the two Bowsers are not one and the same, but the irony was not lost on Golin, the PR agency handling Nintendo’s communication management. They identified and utilized the humorous angle that presented itself and converted it to visibility gold. Over 500,000 views, including over half a million views alone of just Doug Bowser’s photograph, is making this an industry defining news release.

Nintendo Bowser Infographic

Especially significant is that 60% of the traffic is stemming from social media. People are actively sharing this content, driving awareness through the roof. Doug Bowser is now a star and Nintendo can be seen almost everywhere online. The press release is having a moment right now, but why?

Journalists, media professionals, news consumers, they are all eager for interesting and relevant content. Golin found a way to satisfy their target market’s needs by understanding the basic elements of a release. What could have been a regular announcement about a new hire was instead turned into a story. The story was about the irony of a company hiring a man who shares his name with a notorious character the company is known for. The headline didn’t read Doug Bowser as New VP of Sales.

Doug Bowser, VP Sales, Nintendo of America

Doug Bowser, VP of Sales, Nintendo of America

The decision to omit Doug was a conscious one aimed at waking the reader up by tapping into their sense of humor. The announcement was professionally written but maintained a lightness, playing on the intended readers’ nostalgia and lingering interest. The release included multimedia, both Nintendo’s logo as well as a crisp headshot of Doug Bowser. Readers could see what a real life Bowser looks like, and they did, over half a million times.

Nintendo set a precedent with this release but it doesn’t mean other companies need to start developing video game characters then hiring employees with the same names. The lesson learned here is that every release has a story and the process of writing an announcement needs to start with identifying a story that can grab the reader’s attention. That story is your company’s story and if it connects with readers, it will be shared and reshared all over the internet.

If Bowser can be VP of sales at Nintendo, maybe Coca Cola can find a Draper to run creative.

The Nintendo release had significant coverage on mainstream media. Some examples include:

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How to Get An In With the Mommy Blogging Community

May 12, 2015

By Hannah Herreid, Media Relations Specialist, Business Wire

Connecting with Mommy bloggers has a wide range of benefits. Bloggers provide influence and reach on a more personal level which can result in increased audience loyalty and a higher response rate.  Mommy bloggers offer authenticity that can be hard to find at larger outlets.

Last week I attended the PRSA: Meet the Lifestyle & Family Bloggers in Manhattan. Four Mommy bloggers shared insight on the best ways to pitch, develop relationships and connect with bloggers of a similar demographic.

Mommy Bloggers

From left to right: Amy Oztan – Selfish Mom, Onica Cupido -The Mommy Factor, Jen Rabulan-Bertram -The Next Kid Thing, Nellie Acevedo – Brooklyn Active Mamma

Moderated By: Erica Saviano Tsioutas – Ketchum and Nicole Chismar – MSL Group, the speakers included Amy Oztan – Selfish Mom, Onica Cupido -The Mommy Factor, Jen Rabulan-Bertram -The Next Kid Thing, Nellie Acevedo – Brooklyn Active Mamma

Here are five takeaways from the panel.

Do Your Research: Not all bloggers are giveaway bloggers and not all bloggers have time to blog daily.
First and foremost, “Do Your Homework.”  Thorough research is one of the most important aspects of reaching bloggers.  Bloggers take pride in the topics they choose. They want to know that you are sincerely interested in what they care and write about. Like Amy Oztan from The Selfish Mom stated, “If I’m going to take the time to read your pitch, then I expect you to take the time to read what I write about.” This may seem obvious, but it can be overlooked when you’re in a time crunch. Make sure to take the time or wait until you have the time. Bloggers talk to each other, so don’t be the publicist who sent an irrelevant pitch.

Make a Genuine Connection:  Mass emails are a thing of the past.
As we’ve heard time and time again, building relationships and contributing to valuable conversations are crucial for public relations. This theme still applies in reaching bloggers large and small. How do you achieve “Valuable” communication? Like any relationship, make an effort to connect and understand the person. Does the blogger have a son or daughter? What is their favorite hobby?  Do they love engaging in conversations on Twitter? Find their touch points and make sure you touch on them. Like exercising, make an effort and you’ll see the results.

Be on Your Trend Game: Watch for holidays, social media, news, events, and pop culture.
Similar to larger media outlets, bloggers are interested in exclusivity and being topical. They want new stories to break on their blog; especially products, events or something that is trending in the digital realm. If your company news can correlate with an event or something that is trending, your chances of getting pickup are much higher.  Be familiar with what’s happing in the social media world. It’s  quick and easy to find what’s popular and what your bloggers are excited about. Like Nellie Acevedo from Brooklyn Active Mamma said, “Twitter gives life to the voices in my head.”

Create a Partnership: Lay out the benefits for everyone involved.
Many bloggers participate in brand ambassador programs as a way of getting paid, or for an opportunity to experience something interesting and new. Partnering with a blogger can be a simple way to gain awareness for your brand and an easy step to the start of a relationship. Make sure your communication with the blogger is clear and concise. Every detail should be laid out including: your final goals, frequency in posts and content of posts, as well as length, and parameters. If you don’t have the budget for a partnership, offer exclusive stories, product, or a guest post on your company website.

Gifting: Be straight forward and know what their tastes are.
If you want to gift a Mommy blogger, take a look at her social media and confirm that what you’re sending will be useful. If her kids are 10 and 12 do not send baby food samples. Send a note, and make sure to include your contact information and an end goal. For example: “Dear xx, I noticed you’ll be taking a trip to the Bahamas next week with your daughter, so I wanted to share these funky flip flops for fun in the sun. Feel free to tag us on Twitter and/or Instagram at @____ if you wear them. Have a wonderful vacation!”  Keep in mind that if you’ve invited a blogger to an event, most bloggers will take car service over a “swag bag” any day.

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The State of News Media in 2015: Say Hello to the Mobile Generation

May 7, 2015

By Vilan Trub, Business Wire

Millennials have been riding the wave of digital revolution for close to a decade, leaving behind a wake of influence over every industry. Well, for news media, the crest just broke and as we all bob up and down in an ocean of technology, we need to brace for the oncoming information tidal wave known as the mobile generation.

The Pew Research Center has released a series of data detailing the current state of news media for 2015 and the numbers are as era defining as when the final issues of LIFE magazine saw their way to the printers. Of the top 50 digital news websites, 39 saw more traffic to their sites and associated applications come from a mobile source than from a desktop computer.

Pew Research Digital News Viewss

Trying to understand this trend is pointless. It doesn’t matter if people are choosing to use mobile devices because of their convenience while on the go or out of actual preference. What does matter is the growing dominance of mobile technology and communication professionals must adapt, just as they did nearly a decade ago when Millennials first opened the doors on modern news consumption.

In January of 2015, Yahoo-ABC News saw 93,160 unique visitors to their sites and associated applications coming from mobile devices while only 59,099 visited from a desktop computer. Other news outlets that saw similar disparity include CNN Network, NBC News Digital, Huffington Post, USA Today sites, BuzzFeed, and The New York Times Brand. For the communications industry, this pattern dictates that both editorial news, and company issued news, must be compatible with mobile platforms in order to reach the desired audience.

Besides shedding light on how people consume their news, the Pew analysis also revealed a startling trend. Although individuals more often consume their news using a mobile device, they spend less time doing so per visit. For 40 of the 50 top news sites, visitors using desktop computers spent the same if not more time per visit. For 25 of those sites, the time spent per visit from desktop users was at least 10% higher when compared to those using a mobile device.

It is clear to news outlets that it is becoming harder to keep an individual’s attention on a single piece of news. This is a challenge communication professionals have been facing for years.  And the answer is the same for both types of content creation; in each case, article or news release, the addition of multimedia is statistically shown to be more effective in MasterCard Pricelesskeeping a viewer engaged and scientifically shown to convey a message in a much shorter amount of time than a text-only message, 60,000 times faster to be exact. Consider multimedia as a passport, allowing editorial coverage and news releases to travel safely and efficiently into mobile territory. Interactive multimedia, the gamification of the news release, has shown an average engagement of 6:12 minutes. Compare that to the average engagement with text-only news releases of only 20 and 30 seconds.

The facts are in and the best practice would be to analyze them and, as with every wave, go with the flow. The mobile generation wants their news when they want it, and when they get it, they don’t want it for long. That’s not to say that the public has lost interest; on the contrary, news consumption is at an all-time high. It’s just a different type of news consumption, one that engages more senses, and communication pros need to take notice and make changes to the process today. Remember, you can fight that wave and lose, drowning in a constant evolution of technology serving up a constant stream of content, or you can ride it out and bask in the sunshine above.

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